ABSTRACT: Marketing activity
is an element that attributed in a business. So it can be said that the success
of a company can not be separated from marketing strategies applied. But in
it’s development, marketing activities not only regarded as a creative process,
but also has a negative side. Or that are specifically concerned about sales
promotion that is sweepstakes. That the sweepstakes activities are currently
considered can be manipulated or tends to deceive. So this raises the perceived
deception for consumers. This means that can lead a person does not believe in
the sweepstakes which in turn can affect the person's attitude and intentions
in a sweepstakes organized by the company.

This study aims to investigate the effect of perceived deception of
sweepstakes and corporate credibility on attitude and intention consumer’s to
participate sweepstakes. This research was conducted with the experimental
design. The study also involved 183 adolescents who liked the snack as a
participants, particular teenagers who come from students of s1 in Faculty of
Economics and Business, University of Airlangga. Which further data in this
study were tested using the Partial Least Square (PLS).

The analysis showed that the perceived deception doesn’t have effect on
corporate credibility as the organizer of sweepstakes activity. But perceived
deception have negative effect on person’s attitude towards sweepstakes.
Furthermore corporate credibility have positive effect on attitude towards
sweepstakes. Then the attitude also effective in influencing person’s intention
in participating in a sweepstakes held.